Audience prospecting.

Find more customers like your best customers.
 
 
The challenge
 

Identifying the right data to find your best customers. 

Customers are consuming more content across more devices, and their expectations continue to rise. This creates many more interactions and opportunities to collect data, but with more data comes greater difficulty in identifying customer segments — particularly those customers that will give you your highest ROI. Far too often, you find yourself saying things like:

“I’m just not sure I’m targeting the best audiences and channels.”
When your audience data is spread out across many systems and silos, you might not be targeting the right customers in the right way.
 
“I can’t begin to say which attributes define my top revenue-generating customers.”
Even if you could aggregate all of that data into one place, it may not have the richness and detail needed to reveal the defining characteristics of your high-value customers.

“I know my media spend is not as optimized as it should be for maximum ROI.”
If you can’t spot your highest-value customers, you can’t find more like them and you can’t understand their journey. That makes it hard to optimize your budget and their experience.

Top roadblocks to identifying your best customers.

Inability to integrate data across systems and silos.
 
Inability to integrate data across systems and silos.
No process to identify the same people on different channels.
 
No process to identify the same people on different channels.
Too few customer attributes to correctly segment audiences.
 
Too few customer attributes to correctly segment audiences.
Limited insights to optimize your budget or experiences
 
Limited insights to optimize your budget or experiences.

If you need better customer intelligence, you’re not alone.

 
64%

64% of marketers say they need better data for prospecting...

56%

…and 56% report having inaccurate data.

 
 “Intent Data Can Sharpen Your Competitive Edge,” Forrester, June 2015.
 
The solution

Know your best customers with data-rich audience prospecting.

 
Data-poor prospecting vs. data-rich prospecting.
Data-poor prospecting forces you to use incomplete data to try to identify new customers. But as customers interact with more devices and channels, you know less about your best customers, let alone how to attract others like them. As long as this is true, you can never truly maximize your marketing ROI.
 
 
vs.
Data-rich prospecting brings together customer data from across devices and channels and enriches it with second- and third-party data. You can suddenly see who your highest value customers are and optimize your budget to find and retain others like them, maximizing your ROI. 

Audience activation

Audience prospecting = Using current and complete customer data to optimize your efforts to identify and market to high-value customers.

Although obtaining a comprehensive understanding of your best customers can be daunting, data-rich prospecting makes it possible by helping you:
COMBINE 1st-, 2nd-, and 3rd-party data to get rich customer insights.
 
COMBINE
first-, second-, and third-party data to get rich customer insights.
CREATE meaningful audience segments based on rich data.
 
CREATE
meaningful audience segments based on rich data
.
IDENTIFY the best new customers through look-alike modeling
 
IDENTIFY
the best new customers through look-alike modeling.
DELIVER the ideal customer journey via testing and optimization.
 
DELIVER
the ideal customer journey via testing and optimization.
 

The right audience, the right channel, the right message.

You can improve the efficiency of your digital ad campaigns through data-driven, automated decision-making by Solving the Programmatic Puzzle.

The Adobe advantage

Mining a wealth of audience data with Adobe.

Our products help you grow your target customer base as inexpensively as possible. You can create valuable audience profiles with customer data from across devices and channels to see, for the first time, who your high-value customers are and deliver the very best experience to them.
 
Analytics tools tear down the walls between enterprise silos and third-party systems, giving you unprecedented visibility into your best customers and the best ways to delight them at every turn. Audience management tools let you build rich, data-driven segmentation; automate the discovery of other high-value customers; and drive constant engagement, testing, and validation with these segments.
 
As you enrich your own first-party data with look-alike modeling and the integration of third-party data, you’ll have the unique audience data you need to deliver the exact results necessary for your business success.
Five things you can do with data-rich prospecting from Adobe:
Grow revenue by focusing on high-value customers.
 
Grow revenue by focusing on high-value customers.
Improve the frequency and quality of brand engagement.
 
Improve the frequency and quality of brand engagement.
Increase your overall number of high-value customers.
 
Increase your overall number of high-value customers.
Optimize experiences with better audience insights.
 
Optimize experiences with better audience insights.
Accelerate the delivery of accurate audience data at a lower cost.
 
Maximize ROI by strategically using marketing dollars.
 

Customer story

Princess Cruises
Charting the best marketing course by knowing the customers.
One of the challenges for cruise companies is that most people haven’t cruised. Princess Cruises is getting the scoop on what their potential customers are interested in and then showing them the different experiences they can have. It’s their data management platform that gives them this information and allows them to customize the experiences.

Gordon Ho Head of Global Marketing and Senior Vice President, Princess Cruises

“Every unique individual that we try to reach on this planet has a unique ad that will work best for them. We are going to move towards more specific audience targeting, more individual communications, more individual storytelling.”

Gordon Ho
Head of Global Marketing and Senior Vice President, Princess Cruises

With Adobe audience prospecting tools, Princess Cruises is able to:

  • Reduce costs by identifying and targeting specific audiences

 

  • Integrate data from multiple teams and sources for customer insights

 

  • Achieve high returns on campaigns with personalized experiences

Set your marketing course to better ROI.

At hundreds of companies like yours, Adobe helps marketers find their best customers. This understanding lets you pull ahead of your competitors, decrease costs, increase revenue, and build loyalty from your highest-value customers.  
You know which attributes define your highest-value audience segments.
You know which attributes define your highest-value audience segments.
You can be confident you’re targeting your best customers on the right channels.
You can be confident you’re targeting your best customers on the right channels.
You have the data to optimize your marketing spend for maximum ROI.
You have the data to optimize your marketing spend for maximum ROI.

Find the right people with audience prospecting.

 
Know your best customers, find more customers like them, and deliver experiences that maximize your marketing ROI.